The BCG matrix is a portfolio analysis tool developed by the Boston Consulting Group in the early 1970s. It uses a 2x2 grid to classify businesses based on their market share and market growth. Businesses fall into one of four categories: stars, cash cows, question marks, and dogs. Stars have high market share and growth, cash cows have high share but low growth, question marks have low share but high growth, and dogs have low share and growth. The matrix is used to analyze how much investment each business requires and its potential to become more profitable. However, it also has limitations as market share and growth alone do not determine profitability and the categories can be too simplistic.

1. BCG MATRIX
SINI RAJAN
S4 MBA
MACFAST,TIRUVALLA

2. INTRODUCTION
• It was developed in early 1970.
• Boston Consulting Group (BCG) Matrix is a four celled matrix (2*2
matrix) developed by BCG, USA.
• It is the most renowned corporate portfolio analysis tool.
• It provides a graphic representation for an organization to examine
different businesses in it’s portfolio on the basis of their related market
share and industry growth rates.
• It is a two dimensional analysis on management of SBU’s (Strategic
Business Units).

3. • It is a comparative analysis of business potential and the evaluation of environment.
• According to this matrix, business could be classified as high or low according to
their industry growth rate and relative market share.
Relative Market Share = SBU Sales this year leading competitors sales this year.
Market Growth Rate = Industry sales this year - Industry Sales last year.

4. BCG Matrix

5.  S ta r
 High market share and High market growth.
 Stars require huge investments to maintain their lead.
 If successful, a star will become a cash cow when the industry matures.
 Cash Cows
 High market share and Low market growth.
 Cash cows require little investment and generate cash that can be utilized
for investment in other business units.
 These businesses usually follow stability strategies.
 When cash cows loose their appeal and move towards deterioration, then a
retrenchment policy may be pursued.

6.  Question Marks
 Low market share and High market growth.
 They require huge amount of cash to maintain or gain market share. Most
businesses start as question marks as the company tries to enter a high
growth market in which there is already a market-share.
 If ignored, then question marks may become dogs, while if huge
investment is made, then they have potential of becoming stars.
 Dog
 Low market share and Low market growth.
 Retrenchment strategies are adopted because these firms can gain market
share only at the expense of competitor’s/rival firms.

7. BCG & Product Life cycle

8. BCG and Strategy

9. Limitations of BCG Matrix
• BCG matrix classifies businesses as low and high, but generally businesses can be
medium also. Thus, the true nature of business may not be reflected.
• Market is not clearly defined in this model.
• High market share does not always leads to high profits. There are high costs also
involved with high market share.
• Growth rate and relative market share are not the only indicators of profitability.
This model ignores and overlooks other indicators of profitability.
• At times, dogs may help other businesses in gaining competitive advantage. They
can earn even more than cash cows sometimes.
• This four-celled approach is considered as to be too simplistic.